{"id":5604,"date":"2010-07-13T07:47:06","date_gmt":"2010-07-13T12:47:06","guid":{"rendered":"http:\/\/37d57f8fa2.nxcli.io\/blog\/?p=5604"},"modified":"2010-07-09T09:27:54","modified_gmt":"2010-07-09T14:27:54","slug":"higher-response-advertising","status":"publish","type":"post","link":"https:\/\/www.marketingforsuccess.com\/blog\/advertising\/higher-response-advertising\/","title":{"rendered":"How To Get A Higher Response From All Your Advertising"},"content":{"rendered":"

How do you create advertising<\/a> that works? I\u2019m talking about the kind of advertising that gets thousands of people to buy. Or take some kind of immediate action. Whatever that may be.<\/p>\n

Imagine this: You run a profitable company and decide to hire two salespeople. Each is given a trial period of 90 days to put up or shut up. In due time, you notice a big difference between your new employees.<\/p>\n

Salesperson \u201cA\u201d is rather passive in his efforts. He confuses prospects. His presentation focuses on product features. Yet he never connects those features to the benefits customers seek. Worst of all, \"advertising\"<\/a>you can\u2019t track how many prospects he\u2019s pitched. Nor can you track the sales he\u2019s made. In fact, you\u2019re quite sure he hardly ever makes a sale. But you don\u2019t know for sure.<\/p>\n

On the other hand, Salesperson \u201cB\u201d is the complete opposite. He is clear and to the point. His presentations compel action. He offers prospects riveting reasons to purchase. He focuses on the benefits customers want. All of his efforts are accountable and easy to track. And, most important of all, he makes sales consistently. And you know it.<\/p>\n

What I just described above is the difference between traditional image advertising<\/a> (a.k.a. Salesperson \u201cA\u201d)\u2026 and\u2026 direct response advertising (a.k.a. Salesperson \u201cB\u201d).<\/p>\n

The difference between the two is like night and day. To prove my point, here is a typical image advertisement. It ran recently as a full-page in a copy of \u201cMoney\u201d magazine\u2026<\/p>\n

<\/strong><\/p>\n

Dear Ketel One Drinker<\/strong>
\nWhoever said you have to<\/strong>
\ntake the rough with the smooth<\/strong>
\nclearly wasn’t a Ketel One<\/strong>
\ndrinker.<\/strong><\/strong><\/p>\n

Interesting\u2026 huh?<\/p>\n

Problem is no one has a clue what the ad is talking about. Do you? I\u2019m guessing it\u2019s some kind of drink. Maybe an alcoholic beverage. Who knows? I sure don\u2019t.<\/p>\n

The above ad \u2013 if you can call it that \u2013 probably cost an arm and a leg. Yet I doubt if it had much of an impact. Like our fictitious Salesperson \u201cA\u201d it lacks all the elements of an ad that gets response.<\/p>\n

Now, here is a true direct response advertisement. It\u2019s running all over the country in various real estate markets\u2026<\/p>\n

How to Sell Your House<\/strong>
\nWithout an Agent<\/strong>
\nFREE Report Reveals…
\n“10 Inside Tips to Selling<\/em>
\nYour House by Yourself”<\/em>
\nFree recorded message<\/strong>
\n1-800-000-0000
\nID #0000<\/strong><\/p>\n

Do you see the big difference?<\/p>\n

This ad promises a big benefit. It offers a free valuable incentive for immediate action. It provides an easy and risk-free way for people to respond. And the ID# is how response is tracked.<\/p>\n

Let me tell you a little secret. I know the above ad works because I used to run one almost exactly like it when I sold real estate. Before using direct response advertising<\/a> in my real estate business I was lucky to get 30 or 40 leads a month.<\/p>\n

After placing ads similar to the one above, the phones didn\u2019t stop ringing 24 hours a day, 7 days a week. Lead counts went up to an average of 300 to 400 a month. It was a good problem to have.<\/p>\n

If you would like to get a higher response from your advertising then the moral is quite obvious. Stop running institutional ads. Replace them with direct response advertising.<\/p>\n

By the way, another side benefit is that you can usually run smaller (much smaller) direct response ads and save a bundle on media costs.<\/p>\n

What you could not accomplish with a full-page image ad, you can accomplish with a 1\/16-page direct response advertisement.<\/p>\n

One last thing:<\/strong> Lest you think this kind of advertising only works in certain industries you\u2019d be wrong. Attorneys, chiropractors, accountants, florists, carpet cleaners, salespeople in all kinds of industries and anyone else you can think of uses response-driven ads.<\/p>\n

They work for low-priced impulse items and high-ticket products and services. The strategy is slightly different at different price points. But the effect is the same. Higher response and lower ad cost is what you can expect.<\/p>\n

– John<\/em><\/p>\n\n\n\n
About John Anghelache<\/a><\/strong>
\nRelated Resources<\/strong><\/a>
\nMore Posts by John Anghelache<\/a><\/strong><\/p>\n

To discover the easy and inexpensive ways anyone can attract more clients and maximize their profits<\/span>, sign up for your <\/strong>FREE <\/a><\/strong>Profit Now <\/a><\/strong>Report<\/a>. <\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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